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Data & Services / Service Lab London

To design effective user-focused services, we need to use data. We need to understand how people are using the service, what works for them and what doesn’t. There can be no service without data.

But as designers, we have to focus on user needs. That means we need to address users’ data needs as well as their service needs. We must design good services based on good data that don’t infringe on people’s privacy.

This means we have to look at questions like: what data is my service collecting? How and when is this data being used? Who has access to this data and who owns it? And how do we keep it secure?

As service designers working with data on a daily basis, we want to raise awareness of the value of data to services. And we want to discuss fundamental questions around what happens to that data.

This talk was held at Service Lab London on 19 October 2016 by Maria Izquierdo and Martin Jordan.

9.
@izdo_maria @martin_jordan
“A service is something that helps someone
to do something”
—Louise Downe Head of Design of the UK Government

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@izdo_maria @martin_jordan
“Service is the application of specialised
competences through deeds, processes and
performances for the beneﬁt of another entity”
—Stephen L. Vargo Professor of Marketing, University of Hawai'i at Manoa

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“There is no such thing as a free service.
So who gets paid by whom before what?”
—Horace Dediu Industry analyst

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@izdo_maria @martin_jordan
Source: http://www.bbc.co.uk/news/business-37476335
92%
do not understand how
personal information is used
57%
do not trust organisations to
use data responsibly
51%
say their data misused
16%
always read terms and
conditions

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@izdo_maria @martin_jordan
Target—is able to calculate a pregnancy
prediction score based on 25 products and send
coupons timed to very speciﬁc stages of someone’s
pregnancy, thereby, in one instance, knowing
about a teenage girl’s pregnancy before their
parents did
Ethical aspect
Source: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/#50b7f32734c6

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@izdo_maria @martin_jordan
DriveNow—created precise movement proﬁle of a
carsharing customer including route taken, speed
of vehicle, outdoor temperature and position of
mobile phone during booking; providing evidence
in manslaughter trial, but violating its own T&Cs
Privacy concerns
Source: http://www.manager-magazin.de/unternehmen/autoindustrie/bmw-autobauer-liefert-gericht-kundendaten-fuer-bewegungsprofil-a-1104050.html

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@izdo_maria @martin_jordan
SmartTVs—recording spoken words including
personal or other sensitive information and
transmitting the captured data to a third party
through use of their Voice Recognition software;
constantly spying in people’s living rooms
Security risks
Source: http://www.bbc.co.uk/news/technology-31296188

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@izdo_maria @martin_jordan
BBC—“Our privacy promise covers how we treat
your data and put you in control of what happens
to it. It’s based around three main areas […]
transparency, choice, trust”
Embracing transparency and simple language
Source: http://www.bbc.co.uk/privacy/

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Co-op Paperfree—“We’re committing to a data
relationship that’s unambiguously clear and
transparent. We will always be clear and precise
with you, our members about what we are going to
do with your data. You will be in control of the
data we hold on you.”
Taking sensitive data seriously
Source: https://digital.blogs.coop/2016/05/21/co-op-agm-2016/

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Source: http://www.helloclue.com/privacy.html / http://blog.helloclue.com/post/135713474876/why-data-will-revolutionize-global-female-health
Providing options and guaranteeing privacy
Clue—“You can use Clue without creating an
account and if you do you will not share your
data. If you wish to use Clue Connect, however,
you do need an account and once you create an
account your data will be hosted on Clue’s servers.

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Source: Sarah Gold, Projects by IF / https://projectsbyif.com/ideas/design-for-data
1 Keep other services in mind
• Don’t lock users into your service
• Consider what value the data could create
when used in other services too
• Think about API usage

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3 Be transparent
• Explain to your users what data you keep
for what reason and who owns it
• State what data you collect, use and store
• Share this big data with the world

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4 Get consent
• Use simple language so people
understand what they are agreeing to
• Don’t bury details in 60-page privacy
statement when you ask for consent
• Allow them to revoke consent

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@izdo_maria @martin_jordan
5 Put users in control of their data
• Give users a choice to share data or not
• Don’t force account creation
• Allow full deletion of account and data

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What data is being collected?
Why?
What does it enable in the service?
What are potential risks?

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What data is being collected?
Location of user, every 3 minutes
Why?
To give user contextual recommendations
What does it enable in the service?
Understanding if user is new to area or not
What are potential risks?
Generating detailed movement proﬁles